Branding and its potential within the pharmaceutical industry

Tom Blackett
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Tom Blackett: Interbrand

Chapter Chapter 1 in Brand Medicine, 2001, pp 9-26 from Palgrave Macmillan

Abstract: Abstract The word brand comes from the Old Norse brandr, meaning ‘to burn’, and it was by this means that early man stamped ownership on his livestock. With the development of trade, buyers would use brands as a means of distinguishing between the cattle of one farmer and another, and brands quickly became associated with quality and reliability. Thus brands provided buyers with a guide to choice, a role that has remained unchanged to the present day.

Keywords: Pharmaceutical Industry; Trade Mark; Brand Personality; Brand Strategy; Prescription Coverage (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-52251-0_2

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DOI: 10.1057/9780230522510_2

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